Updating company websites and employing website analytics are important parts of online presence maintenance. Marketers should have a good idea of what visitors are doing and how they interact on their website. An accurate analysis of how successful a site is in attracting visitors and keeping them engaged helps companies determine which improvements and adjustments need to be made.
There are, however, quite a few metrics that can mislead marketers. Search Engine Watch says to look out for inaccuracies when looking at the reported amount of time that visitors spend on sites, average measurements and conversion rates. The metric showing how much time visitors spend on a site may only show up to the last move a visitor makes, not how long he or she actually spends browsing. Average numbers may not show trends and real information, and conversion rates involve quite a few numerical factors, so analyze everything to make sense of what sales efforts work best.
Click-through rates, or the number of clicks divided by the amount of impressions generated, is also a metric to watch carefully. An increase in CTR is important, but don’t base keywords decisions on CTR alone.